Yorktown Case Analysis

Founded in 2001, Yorktown Technologies, Inc. is a company that specializes in the ornamental fish industry. The globalization of the ornamental fish industry happened over a half a century ago. Hundreds of freshwater and saltwater fish can be purchased as pets in virtually any industrialized nation in the world (Broy, 2011). Yorktown Technologies commercializes a genetically modified fish called GloFish, which appear to glow in the dark (Mueller, 2010). GloFish are zebrafish that have been genetically modified with fluorescent colors. They are the first genetically modified animals to become publicly available as pets (Wikipedia, 2011). This case will provide a summary and analysis of Yorktown Technologies with an emphasis on distribution strategies as well as an assessment of the company’s strengths, weaknesses, opportunities, and threats.

Problem Identification

Yorktown Technologies is investigating distribution strategies that will assist in the company’s financial success. This will be difficult because of the controversy surrounding GloFish. Environmental groups are concerned about the potential ecological ramifications of genetically modified fish. They are worried that GloFish “could wipe out native species because their glow gives them an edge when attracting a mate” (USA Today). In addition, the Department of Natural Resources is working with legislators on new laws that would ban possession and transportation of any genetically engineered organisms (USA Today, 2004). Yorktown Technologies researched the adverse effects of GloFish on ecosystems and collaborated with dozens of international scientists to assure they are safe (USA Today, 2004). The controversy and political stigma surrounding GloFish may hinder marketing and distribution strategies. Therefore, the company enlisted help from the Wellington Group to ensure...